Promoted Pins that last a (pure) lifetime
When Pura Vida first started using Promoted Pins, they used traffic campaigns to drive visits to their site—and soon after, they started using engagement campaigns too. With engagement campaigns, they were able to invest in interactions like closeups, repins and clicks in order to understand if their audience wants to buy their products. (Remember: People on Pinterest are 1.4x more likely to buy something if they repin it!)
Throughout these campaigns, Pura Vida was surprised by how far their ad dollars went on Pinterest. Unlike newsfeed-style ads, Promoted Pins have a much longer effect, since people tend to save things they may want to buy later. Using conversion tracking, they found that bracelet orders increased by an extra 31% in the 25 days after their campaign ended.
“We have been pleasantly surprised at the number of purchase conversions that happen far after ad dollars have been spent. There is a persistency with Promoted Pins, making them the gift that keeps on giving,” said Sum Digital’s Whalen.